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Marketing Australian National Identity Through Film: The Place of the Video Store

Brits, Cherie (2011) Marketing Australian National Identity Through Film: The Place of the Video Store. Masters by Research thesis, Murdoch University.

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Video stores are one of the main sources of entertainment within Australia today. The films borrowed and sold portray varying cultures, issues and opinions. Assumptions of the educational efficacy of Australian films have always been bumped up against assertions of commercially produced Australian films as mere entertainment. Films are borrowed or bought for diverse reasons but since nationalism is often buttressed by narratives, the video store itself can be used as an instrument to promote and even measure cultural identity. Because film is a major part of popular culture and the video store plays a fundamental role in this domain, I wish to argue that video stores could be used as influential portals for the promotion of Australian films and by consequence of Australian national identity.

Item Type: Thesis (Masters by Research)
Murdoch Affiliation(s): School of Media, Communication and Culture
Supervisor(s): Mhando, Martin
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